Novig Trading Volume Surges With Start of NFL Season
Sports-focused prediction market Novig has surpassed $1.1 billion in cumulative trading volume as the start of the NFL regular season drove a sharp increase in activity on the platform. The surge coincides with a high-profile marketing campaign featuring actress Sydney Sweeney, which the company credits with boosting brand awareness and app downloads.
Football Activity Drives Platform Growth
Launched as a federally regulated prediction market on Aug. 4 through the Ludlow Exchange, Novig has positioned itself as a peer-to-peer sports trading platform, allowing users to trade event contracts directly against one another rather than against a house. The company reported $125 million in trading volume in mid-August, shortly after its national launch, and growth has accelerated since football season began.
The platform’s September activity has been heavily concentrated in football. An analysis of September trading found that approximately 69% of the month’s volume was tied to NFL and college football-related contracts.
Marketing Push and Regulatory Positioning
Novig’s “Just Sports” campaign, launched Sept. 9 with Sydney Sweeney as its centerpiece, has drawn significant attention and, according to the company, contributed to increased reach and app downloads. The campaign was timed to the start of the NFL regular season and emphasizes the platform’s exclusive focus on sports markets.
The company has also taken steps to align with league expectations. Novig CEO Jacob Fortinsky confirmed that the platform would comply with the NFL’s request to avoid offering markets deemed easily manipulable or knowable in advance, such as officiating-related contracts. Novig also requires users to be at least 21 years old, exceeding the 18-plus standard common across prediction market platforms.
Novig’s growth reflects broader momentum in the sports prediction market sector. Kalshi reported $733.1 million in NFL Week 1 volume, while DraftKings has seen increased activity through its proprietary DKeX exchange. The sector has attracted substantial investment, with Novig raising a $75 million Series B in February at a $500 million valuation, led by Pantera Capital, and receiving approval from the Commodity Futures Trading Commission in June.
The platform is live in 47 states, with Arizona, Michigan, and Nevada excluded, and its regulatory status in Washington State remains contested in court. Novig has also expanded its sports partnerships, signing the first prediction market agreement with an MLB team through a deal with the New York Mets.
